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• Past Event Highlights
• Article

ATTENTION 2025

• ARF

Industry leaders gathered at ATTENTION 2025 on June 5 to explore the evolving science of attention measurement in advertising. This event featured new research from advertisers, agencies, and academics, including preliminary findings from Phase 3 of the Attention Measurement Validation Initiative. Attendees gained actionable insights into scalable attention metrics, their role in optimizing creative and media strategies, and how brands can better identify and engage audiences to drive results.

• Past Event Highlights
• Article

Advancing Cross-Channel Measurement

• Article

Measuring Attention and Outcomes for Audio Advertising

• Past Event Highlights
• Article

Measuring Attention and Outcomes for Audio Advertising

• Article

MRC's Outcomes and Data Quality Standard

• Article

Beyond Measurement: How Coca-Cola Uses Attention Metrics to Increase Efficiency & ROAS

• Article

If an Ad Plays When the TV is Off, Did Anyone See It?

• Article

The Quality Media Framework